Shopify · 11 September 2020

Qrite’s advice on why gathering feedback in your Shopify store is important

Niek Ritzen
CEO and Founder qrite | The Feedback Revolution


Develop a feedback plan that boosts your sales in your (online) Shopify store.

Customers love to give feedback and with this information, you are able to improve your business. This can be of immense value to your online retail store.

Sounds interesting? Read our article on Everything You Need to Know About Getting Customer Feedback for Your Shopify Store

It’s important to be able to create a clear picture of the general vibe of how your business is doing, without the need for face-to-face contact. E-commerce has changed the whole customer experience and journey. Before e-commerce came on the scene, (that was only 20 years ago!) customers had to go to a physical bricks and mortar store, where you, the salesperson, had face to face contact with the customer.

You were able to gauge the quality of the experience that your customers had during their visit. In the last 2 decades, a lot of physical buyers have become online buyers and this ability to determine their experience has dropped away. It is no longer possible to see the satisfied or unsatisfied customer in person. You can only receive online reviews through marketplaces like Google, Amazon and eBay.

Let’s look at how you can build a killer feedback system on a small budget and take advantage of the existing and well-developed techniques inside your powerful Shopify retail store.

  • Use the powerful Shopify retail store software tools to gather feedback in-store and online
  • Use the common frameworks CSAT and NPS in your survey
  • Give value to feedback by linking shop and feedback data
  • Get QR-codes to do your work
  • Using feedback data to boost sales in-store and online with Shopify tools


Use the powerful Shopify retail store to gather feedback in-store and online

Shopify is well known because of the numerous available tools that helps you to find customers, drive sales and manage your day to day operations. This allows you to be the shop owner; an expert in the products you sell, without needing to have any development knowledge.

So essentially, you can do everything in the one place, which is great for time management and ease of use. If you are looking for some specific features, we recommend that you connect with a Shopify Expert.

How can you use the powerful tools available on Shopify?

To understand how we can do this, we need to take a closer look at when the customer is connected to you:

  1. Sales in the physical store. If you are operating an ‘offline’ bricks and mortar store, then at the moment of sale, you are able to determine the experience and corresponding emotion of your customer. Everything from the quality of your product, the effort you put into the sales process to get the customer in the store and buying a product as well as the service you gave all add up to the overall shopping experience. Capture that moment to ask feedback. Do it simply with a QR-code on your receipt.
  2. If you have an online store. The moment of truth is when the customer intends to go to the checkout. In that moment, all the effort you put into the sales process in your Shopify retail store is crucial. You are able to capture that moment and should gather emotional feedback. Right after the payment you can create a popup, you can add a survey in the thank you screen or you can add a survey link to the confirmation e-mail.
  3. There is another crucial moment in an e-commerce business to determine satisfaction and that is the moment of the delivery. Here is the moment when your customers can start using their new product. In that moment, your (online) service, delivery, packaging and product all come together. So, there is no better time to ask for feedback. Use that moment, print a QR-code on the packaging, the receipt or add your card in the box to prompt buyers to provide you with their valuable feedback.

Why these moments?

These three moments are the moments of truth inside your sales process. It is an opportunity for buyers to share their experience so that you can gain valuable data and learn from your sales process. Capture these moments and ask for feedback. Do this by using easy to access QR-codes connected with the qrite software.

 Want to get started right away? Book a live qrite demo instantly. 

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Use the common frameworks CSAT and NPS in your feedback survey

When I started with qrite, I learned a lot about surveys. One thing I discovered (which is also the simplest one), is that long surveys don’t work. Almost half of the surveys I reviewed in the past few years where long surveys. A long survey would be defined as being more than 10 questions.

With common frameworks, you can gather the same insights with 2 questions instead of 10. The two main frameworks that we use in the qrite software are:

  1. Net Promoter Score (NPS): it is an industry-trusted method, which uses a scoring mechanism that ranges from -100 to 100. A single question measures the willingness of customers to recommend your company or its product/service to others. The usual question is: “How likely are you to recommend [company/product/service] to a friend or a colleague?” Answers are given on a numeric scale of 0-10. Based on their answer, the responder’s feedback is either considered: ‘detractors’, ‘passives’ or ‘promoters’. qrite automatically calculates your NPS score for you, but you can also use the following formula: (Percentage of promoters – the percentage of detractors) x 100 = Net Promoter Score
  2. Customer Satisfaction Score (CSAT): it is measured by asking: “How would you rate your overall satisfaction with the [product/service] you received?” Or “Overall, how satisfied were you with [company]?” Your customers can give feedback on a scale from 1 to 5. We usually recommend opting for the easy smile answer which gauges an experience from poor to excellent.

The CSAT question:

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Give value to feedback by linking Shopify shop data and feedback data

My tip is: focus only on the information you will act on. Commonly, business owners are mainly focused on general satisfaction, so perhaps start there. You need to understand your percentages of promoters and where you were rated on the scale from one to ten. If you connect that outcome of the feedback with the data you already gather during the normal operation, it is possible to understand in detail what these feedback means.

An example:

You are selling with you Shopify (online) store in 3 different product categories and 5 different price categories. Because of the length of time that your customer is in your online store, you are only allowed to ask 2 questions.

My advice:

First: use the SCAT or NPS framework.

The first question is the ‘general satisfaction’ or ‘willingness to recommend’ question. You categorize the customers in different groups. These are satisfied customers, unsatisfied customers and the ‘on the fence’ customers. The second question is the ‘why’ question. Why did you give us 3 out of 10? This ‘why’ information allows you to improve your customer care and for that reason, is perhaps the most important data that you have. You can act on it and possibly turn an unsatisfied detractor into a passive customer or maybe a promoter.

Second: link the general outcome with your sales information

If you score is made up of something like 10% detractor, 40% passives and 50% promoter, then your NPS = 40 (50%-10%). That is pretty good for a retail store. But what if you get a closer look? With qrite, you are able to use the customer purchase data and get a closer look.

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3 ways that using qrite – QR Feedback allows you to understand more by linking your data:

  1. With qrite, you are able to understand the NPS per product category. Zoom in and discover the product categories with the highest and the lowest NPS. Understand in depth which category of products are your mouth to mouth promoters.
  2. By connecting the order growth with the customer data, you can understand if there are any differences between the customer categories by how much they spend in your shop. In other words, are shoppers who are spending over hundreds of dollars more or less satisfied then shoppers who only spend a few dollars?
  3. Connect the feedback and customer profiles to see the differences between repeat purchase shoppers and guest shoppers. Are there any differences? Maybe, maybe not. It could mean that you can use the profiles in your data drive marketing machine to turn guest shoppers into repeat purchase shoppers.

Here’s the bottom line. It is not about how many questions you ask; it is about what you do with the feedback data to get real insights that makes the real impact.

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Let QR-codes do the work.

Easy payments, easy search function, easy knowledge of the products, easy access to customer service, easy everything. In your shop, it just needs to be easy, right? That was most likely one of the reasons you became a member of the Shopify ecosystem.

Start collecting feedback with easy to access QR-codes. Your customers will effortlessly access and answer your surveys using these QR-codes with just their phone. Display codes in multiple locations, from order packaging, leaflets, to retail locations. They are simple to access and easy to answer.

After a bit of a bumpy start, QR-codes became a wide-spread and well-known method to link the digital world with the physical world. QR-codes were invented in the mid-nineties in Japan. Mostly used in production and operational management to get that all-important connection between the digital and the physical world.

After two decades, the QR-codes became more relevant yet again, mainly because of the invention and improvement of the smartphone. Nowadays most smartphones don’t use any specific apps anymore. Just open your camera, scan the QR-code and the smartphone will automatically open the survey.

At qrite, we build a very modern variant of a QR-generator. Not only do we link your receipt or packing slip to your survey, we also make the QR-code rich with data about the customer, location, service, product or time. If needed, we combine these insights together to make your feedback accurate, fast and valuable.

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Using feedback data to boost sales in-store and online with Shopify plugin:

After about 200 answered surveys you’ve got yourself a pretty good idea of your customer satisfaction. You understand what your customer satisfaction is and what you can do to improve. You understand how many promoters you have, how many detractors, etc. Perhaps you have solved some customer care problems you didn’t know existed and turned unsatisfied customers in satisfied. You have stopped the spread of negative word of mouth recommendations.

And trust us when we say: using feedback data for boosting sales works. Looking at some of the data released to us by our customers, we saw in several cases that almost 30% (!) of customers who had an initial issue and gave feedback via qrite’s QR-code, become repeat-purchase customers when their issue got resolved proactively.

We are certain that we can help you achieve this as well in your Shopify store!

How can you use the feedback data to boost sales? Let me give you some tips to achieve this goal.

  1. Fix the customer’s problem

A good feedback system will only work if you have a customer care team with a proactive approach. Ask your customer care team to take instant action when they receive feedback that a customer is unsatisfied. Send an e-mail or even better, call the customer and ask: “Can we help you?” Give your unsatisfied customers the attention that they deserve. After all, they put their trust in your business and you should want them to return. Really caring about each and every one of your customers will help your business to grow in the short and long term. Trust us: offering good service always repays itself.

You will quickly see that this approach will benefit your business and create more promoters. You are turning unsatisfied customers into satisfied ones and differentiating yourself from the competition.


  1. Turn promoters into repeat purchase customers in your Shopify store

Today, it is all about data-driven marketing. Send specific e-mail newsletters to your promoters with detailed content that they will love and are likely to share on their own social media channels. What if your promoters are telling their networks what amazing service they got, maybe after initially having a poor experience with your company?

You also can run specific ads only to the promoters by using advanced ads programs. Make special deals and run a specific ad campaign to boost sales.  You will see that your repeat-purchase customer base will extend.


  1. Ask for reviews at the right time

Is your customer unsatisfied? Is your product waiting for delivering yet? You may have sent the customer the product, but if your customer care team has not finished their process, then why would you be asking for a review?

If you’re looking to increase reviews, then timing is crucial. You can combine asking for feedback and asking for a review together with the qrite software. Customer satisfied? Ask for a review directly. If the customer is unsatisfied, then send the details to your customer care team and fix the customer’s problem. Is the issue resolved?Ask for feedback.

Customer care is a crucial part of your online and in-store customer journey. You can only get legitimate feedback if the customer journey has ended.

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Start connecting your Shopify Shop with qrite and grow your business!
qrite can help you collect, analyze, and understand customer feedback. We can usually integrate our software into your business operation within 24 hours. If you start today, you’ll start collecting more data and improved feedback tomorrow.

Join The Feedback Revolution! QR-feedback. Book a demo with us, and I’ll be more than happy to show you how it works. Book a demo!